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Framing your campaign and connecting with your audience

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As campaigners, we need to understand the way people think and make decisions about issues. This is an important way of changing opinions and persuading people to take the actions you want them to take.

Everyone creates mental shortcuts about the world around us, and these can influence how we feel and respond to things. Branding is one way of providing these shortcuts. For example, branding can help us make intuitive decisions about what to buy in a supermarket. 'Framing' your campaign can influence individuals on a deep emotional level and create lasting change.

Sarah Gilbert's blog 10 top tips for framing a campaign offers a quick introduction. Sarah explains that campaigners need to understand their audience and how they see the world. Your voice and language are also important: keep your message simple and establish who is responsible for the problem you're campaigning about. Finding a compelling story about your problem is also key to successfully framing a campaign issue.

Brian Lamb explains how to frame a campaign in more detail in NCVO's Good Guide to Campaigning and Influencing.

Page last edited May 10, 2017

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